Politics & Campaigns
Registered voters leverage a variety of devices when researching a politician or political issue. And according to July 2016 research, nearly two-thirds of US mobile users said it’s at least somewhat important to keep up with political news on multiple devices.
More than 60% of US cable TV political ad spending is coming from political action committees (PACs) and issues advertisers, according to data from Viamedia on ads served on its platform between January and August 2016.
Most registered voters leverage desktop or laptop PCs when researching a politician or political issue, May 2016 research found. However, millennials are more likely than their older counterparts to use their tablets, connected TVs—and especially their smartphones—to conduct political research.
Much referral traffic to news articles about US presidential candidates is internal, according to data on worldwide visits between November 2015 and May 2016. Indeed, 40% of total referral traffic was from users who arrived at a post by clicking a link from somewhere else on the publisher’s site.
While TV is still the dominant destination for political ad spend, spending on digital channels is increasing the fastest year over year. In fact, US political ad spending on digital is estimated to nearly quadruple compared to 2014, according to research.
Television is the most effective political ad format influencing voting behavior across all generations, according to a January 2016 survey. Print ads also influence behavior.
Extreme political views and personal attacks have produced a climate that worries some users in Germany—and could deter advertisers
Republican presidential nominee Donald Trump’s campaign has spent $0 on television advertising, while the campaign of his opponent, Democratic nominee Hillary Clinton, has spent roughly $52 million. Some advocacy groups have made Trump-supporting buys, but they are even being outspent by the Green Party’s Jill Stein, as well as the Libertarian Party’s Gary Johnson. Research shows that TV is still the dominant destination for political ad spend, but perhaps Trump is simply relying on the constant influx of free media he is getting.
In June, the UK voted to leave the EU, a decision that—if it holds—will have massive ramifications on both Continental and UK economies. Marketers may be optimistic, especially digital marketers, having proved the resilience of the industry through the recent recession. But for retailers accustomed to revenue from the common market, the picture may be less rosy.
More US registered voters said they saw marketing messages in support of likely Democratic presidential nominee Hillary Clinton in the past week than they did for presumptive Republican presidential nominee Donald Trump—across media.
US internet users say they learn more about politics from TV than anywhere else, and that TV ads are most likely to influence their voting behavior. But digital video is a growing source of political info</a> as well, and research suggests desktop-based video ads are the leading digital format for political campaigns from the local to the national level.
While more than half of US likely voters who use digital video to learn about political candidates are millennials, some older generations are also turning to the channel to better understand political candidates and issues, according to January 2016 research.
Data from a February 2016 YuMe report reveals that 69% of US internet users find TV news to be the most effective political marketing channel.
Facebook is the place to reach millennials of all political persuasions, according to November 2015 research. Other sites are more likely to skew Democratic, and even though most voters don’t rely on social for political info, it’s a key place for campaigns to reach them.